Aldi has demonstrated an extraordinary ability to position itself as a leader in the UK berries market, both in terms of overall performance and during specific strategic weeks.
During the summer season of 2024, Aldi stood out with above-average performance: according to data from British Berry Growers, the proportion of UK berries sold compared to its total grocery market share was particularly high. This data confirms Aldi's ability to attract a loyal and diverse audience, becoming a key reference point for those seeking quality and value in this category.
In terms of overall volumes, Aldi ranked second in total tons of berries sold throughout the summer, trailing only Tesco, the historical leader in the sector.
UK: Berries sales (incl. strawberries) summer 2024 (tons)
This achievement underscores the strength of the brand and its ability to offer a winning mix of products, competitive prices, and targeted promotions.
The gap compared to other competitors such as Sainsbury’s and Lidl demonstrates how Aldi has managed to capture growing demand, positioning itself not only as an economical alternative but also as a quality choice for British consumers.
UK: Berries market share and total grocery share (summer 2024) by retailer
The true triumph for Aldi, however, came during week 48 of 2024, from November 25 to December 1. During this period, Aldi managed to surpass Tesco, claiming the top spot for total tons of UK berries sold.
This result is particularly significant given the seasonal context, with growing demand tied to the Christmas holidays. Aldi demonstrated its ability to respond quickly and effectively to these needs, offering a well-calibrated selection and targeted promotions that attracted an even wider customer base.
UK: Berries sales (incl. strawberries) by quantity, week 48/2024
Surpassing Tesco during this week highlights Aldi's ability to compete not only with discounters like Lidl but also with premium supermarkets like Marks & Spencer and general giants like Tesco.
Despite a less extensive distribution network compared to its main competitors, Aldi has maximized its business model, focusing on operational efficiency and the appeal of its products.
UK: Berries market share (incl. strawberries) and total grocery share by retailer (week 48/2024)
Aldi commented on the results released by British Berry Growers: "We are proud to be the top retailer for tons of British berries sold relative to our grocery market share. This demonstrates our commitment to providing the freshest and highest-quality products, as evidenced by our Freshness Guarantee.
Our partnership with British berry growers is at the heart of this success. By working together, we not only deliver delicious homegrown berries to families across the country but also strengthen a sector that supports jobs, communities, and sustainability.
A heartfelt thank you to our growers, whose dedication and expertise make all this possible. And to our customers: your trust and loyalty are the foundation of everything we do. Together, we are proving that quality and value can go hand in hand.
We will continue to support British agriculture and offer the best to our customers."
